Tecumseh's Pure Michigan radio ad unveiled

The state will officially announce the campaign in April by unveiling the commercials featuring the city of Tecumseh and will decide next week where to target the ad. A sneak preview of the ads has been made available to local media, and the general public is invited to listen to it.

Paula Holtz, Tecumseh economic director, said the local reaction from officials has been good. But they would like to hear reactions from the public, she said.

"Everybody who has heard it thought it was just great. It doesn't get specific, but has a real emotional, heart-tugging feel to it," Holtz said.

The ads, voiced by Michigander Tim Allen, tout the virtues of small-town living and tourism epitomized by Tecumseh. It invites visitors to stroll through the downtown and along the nature trails to "stretch our legs as well as our imaginations."

In announcing participation in the campaign last May, city manager Kevin Welch said local officials and Pure Michigan selected 2013 as the most effective time to promote the area. The targeted geographic area for the radio commercials was determined by the Tecumseh Marketing Committee with guidance from Travel Michigan.

"The Travel Michigan people will be meeting next week and they will let us know where the ads will run," Holtz said. "At this point, we're not sure where it will run, but typically, these campaigns are done within about a 90-minute (drive) radius."

The Tecumseh City Council authorized a $7,000 expenditure toward inclusion in the Pure Michigan ad campaign, which runs in other states and touts tourism and other benefits of Michigan. Donations were then solicited from area interests and businesses. The Pure Michigan campaign has been honored by the National Council of State Tourism Directors for its effectiveness in bringing tourists to Michigan.

"This is a great example of local cooperation. A real partnership put this together," Holtz said. "It involved not just the city; but townships, businesses, the banks, chamber of commerce and local schools made this work."

Tourism officials visited Tecumseh last summer to determine the content of the ads and what the focus should be, Holtz said. The creative team at McCann-Erickson Agency put the ad together.

"Reading the script, I thought it just looked like it was going to be good. But when they added Tim Allen, it just sent shivers up my spine," she said.

The campaign is scheduled to run through the spring and summer of 2013. The website for Pure Michigan is www.michigan.org. Travel Michigan, part of the Michigan Economic Development Corp., is the state's official agency for the promotion of tourism.